Fuel for Life: are you alive?
Fuel for Life finally got legalized, the teaser phase is over and the new fragrance has been unveiled. If you go on Diesel.com you’ll see how they’ve decided to take a new, unusual approach to communicate a perfum, with six short videos extremely emotional and in a way cryptic.
The key question is: are you alive? You can find out the answer watching the series of brilliant videos, or browsing through a site that requires quite an effort to be fully experienced (and understood).
There is definitely a lot to explore, and user generated content as well as interactivity play an important role. You can hang out in the park and find your perfect match, you can download and submit your drawing sharing your secret fantasies, or simply shout to the world “I’m alive!” recording your message simply with your webcam.
I’m definitely not in the right position to evaluate this work, as I would not be objective, therefore this time I would love to hear your opinions on it. The only thing I can say is that there’s a lot of content to explore, maybe too much, and the navigation isn’t always smooth (and usable) enough to make people fully discover and appreciate the work. Maybe a progressive release of the content through a given period of time would have been better. What do you think?